The #ChipotleLidFlip is Chipotle's First Campaign on TikTok
Laura McQuarrie — May 3, 2019 — Lifestyle
References: WWW.CHIPOTLE.COM & prnewswire
To kick off the festivities for Cinco de Mayo, Chipotle is introducing its first-ever campaign on TikTok, which also makes it the first fast-casual brand to partner with TikTok on a hashtag challenge in the United States. As TikTok is an app for sharing fun, short-form mobile videos, the campaign challenges users to participate in the #ChipotleLidFlip.
Earlier this year, Maryland's Daniel Vasquez captured the interests of Chipotle fans with a signature move that saw him flip a lid to "seal the deal on a burrito bowl while working on the Chipotle line." Fans are being challenged to recreate the move on TikTok using the campaign hashtag and enjoy no delivery fees on May 5th on all orders of $10 or more that are placed using the Chipotle app.
Earlier this year, Maryland's Daniel Vasquez captured the interests of Chipotle fans with a signature move that saw him flip a lid to "seal the deal on a burrito bowl while working on the Chipotle line." Fans are being challenged to recreate the move on TikTok using the campaign hashtag and enjoy no delivery fees on May 5th on all orders of $10 or more that are placed using the Chipotle app.
Trend Themes
1. Tiktok Campaigns - Chipotle's partnership with TikTok for their #ChipotleLidFlip challenge showcases the rising trend of brands using TikTok as a marketing platform.
2. User-generated Content - The #ChipotleLidFlip campaign encourages users to create and share videos on TikTok, tapping into the trend of brands utilizing user-generated content as a marketing strategy.
3. Branded Challenges - The #ChipotleLidFlip challenge demonstrates the ongoing trend of brands creating interactive challenges on social media platforms to engage with their audience and promote their products.
Industry Implications
1. Fast-casual Restaurants - Fast-casual restaurants, like Chipotle, can leverage TikTok campaigns to reach a younger audience and drive customer engagement.
2. Mobile Apps - The collaboration between Chipotle and TikTok highlights the potential for mobile apps to serve as a platform for interactive marketing campaigns.
3. Food Delivery Services - The #ChipotleLidFlip challenge offers free delivery as an incentive, showcasing the opportunity for food delivery services to collaborate with brands on promotional campaigns.
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